TOURIS MARKETING THROUGH VIRTUAL AND AUGMENTED REALITY (VR/AR) TECHNOLOGIES

Muhsinakhon Anvarova

Namangan State University Student of Economy Faculty

Keywords: Virtual Reality (VR); Augmented Reality (AR); Tourism Marketing; Destination Image; Digital Innovation; Customer Engagement; Sustainable Tourism; Immersive Technologies.

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Abstract

This scientific article explores the role of Virtual Reality (VR) and Augmented Reality (AR) technologies in modern tourism marketing. The study analyzes how immersive technologies influence tourists’ perceptions, engagement levels, and travel decision-making processes. Using a mixed-method approach that combines surveys, expert interviews, and case studies, the research identifies that VR and AR significantly enhance destination image, brand awareness, and customer experience. The findings also highlight the contribution of VR/AR to sustainable tourism development by reducing the need for physical travel during the pre-visit stage and promoting accessibility for all user groups. Ultimately, the study concludes that the effective integration of VR and AR technologies into marketing strategies can increase destination competitiveness, foster innovation, and strengthen emotional connections between destinations and tourists.

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